Still confused, but on a higher level

Continuously reach all buyers of the category (communication and distribution) – avoid being silent 

Ensure the brand is easy to buy (communicate how the brand fits with the users life) 

Get noticed (grab attention and focus on brand salience to prime the users mind) 

Refresh and build memory structures (respect existing associations that make the brand easy to notice and easy to buy) 

Create and use distinctive brand assets (use sensory cues to get noticed and stay top of mind) 

Be consistent (avoid unnecessary changes, whilst keeping the brands fresh and interesting) 

Stay competitive (keep the brand easy to buy and avoid giving excuses not to buy (i.e. by targeting a particular group)